When would an advertiser be charged a short rate?
A) If the advertiser requests its ads to be placed in a particular section of the newspaper.
B) If the advertiser contracts for a full year's worth of advertising and fails to buy it.
C) If the ad is not ready by the closing date specified by the newspaper publisher.
D) If the newspaper advertiser wants to change an ad after the closing date.
E) If the advertiser wants to use a preprinted insert in addition to a display ad.

Question

Quizplus · Accepted Answer

A short rate is a penalty fee charged to advertisers who signed a contract for a specific amount of advertising but failed to fulfill that commitment. Advertisers who do not fulfill their advertising commitment face a short rate penalty, which reflects the difference between the contracted rate and the higher rate they would have paid if they had purchased the space they did.

When Would an Advertiser Be Charged a Short Rate